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Apple officially introduced the Application Tracking Transparency (ATT) feature in April of this year. This feature gave iPhone owners more control over their data. On the other hand, with extensive research claiming that the App Tracking Transparency feature caused nearly $10 billion in losses, it was revealed that the feature caused revenue drops for several social media companies.

According to The Financial Times, social media companies such as Facebook, Twitter, YouTube and Snap lost $9.85 billion in revenue as a result of Apple’s App Track Transparency feature. While it is reported that Facebook lost the most money with approximately $ 8 billion, it is shared that Snap also took a big hit when the percentage of the company was measured. It is quite normal for Snap to suffer from Apple’s decision, as it is not a desktop application and is only produced for smartphones. Adtech consultant Eric Seufert tells The Financial Times that as a result of ATT, many social media platforms need to be rebuilt from the ground up.

Apple’s App Tracking Transparency requires your iPhone to have iOS 14.5 or later. When this feature is available, apps now require users’ permission to track targeted advertising activities. As can be seen from the figures mentioned above, many users probably chose not to be tracked.

Application Tracking Transparency is predicted to cost these giants much more in the coming quarters.


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Michael Lewis

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